La traducción de la publicidad televisiva: la globalización, catalizadora de cambios en la estrategia traductora
DOI:
https://doi.org/10.52034/lanstts.v6i.193Abstract
Spain has always been a prototypical subtitling country, and it still is. Thirty years of democracy and openness to Europe and the world have not succeeded in changing the habits of its viewers, once imposed by an iron dictatorship, nor have they succeeded in supplanting the complexity of the dubbing industry with the apparent simplicity of subtitling. And yet, the translation of publicity offers a revealing take on the world of subtitling and today ’s television landscape.It is my contention that the globalising strategies of publicity, and audiovisual genre that is a kind of reflection of contemporary society (?), as well as the advent of younger generations, more acustomed to multilingualism, might stimulate change in translation practice in this sector, and that this might in its turn lead to more fundamental (future) changes in the way society consumes audiovisual products in a broader sense.Downloads
Published
25-10-2021
How to Cite
Agost, R. (2021). La traducción de la publicidad televisiva: la globalización, catalizadora de cambios en la estrategia traductora. Linguistica Antverpiensia, New Series – Themes in Translation Studies, 6. https://doi.org/10.52034/lanstts.v6i.193
Issue
Section
Articles
License
Copyright (c) 2021 Rosa Agost
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under the CC BY-NC 4.0 Deed that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal. The material cannot be used for commercial purposes.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
